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Go beyond the obvious, identify what really matters to your audiences and why

Qualitative Research

YouGov Qualitative research digs deeper into what people think, do and say to get to the ‘why’. Our global team of experts will help you discover the human stories that will empower your organisation to make effective strategic decisions, based on your consumers wants and needs.

Contact us
Qual at scale
BrandIndex Voices
Uncover 'the why' behind brand metric shifts
Based on
Project scope
Request demo
Metric-triggered conversations - digging behind brand changes
AI-guided interviews with real panel members
Sample to give confident insight
AI-powered theme analysis & summaries
Fully traceable responses, linked back to verbatim quotes
English-speaking only, other languages coming soon
Results from four weeks
Built on YouGov's proprietary panel
Qual at scale
Video Voices
Commission a survey with video responses
From
$4000
Find out more
Video responses to 1-3 questions within your survey
Text responses from those who choose not to record a video
Self-filmed by verified YouGov panel members
Flexible format: raw response or curated reel
English-speaking and other languages available on request
Raw clips available from four days of the survey closing
In-depth qual
Custom qualitative research
Bespoke design and methods
Based on
Project scope
Get in touch
Customized approach for business needs
Full end-to-end support with qualitative experts
Targeted audience reach
Creative and actionable outputs
Global, multi-language capabilities
Can work in partnership with quantitative approaches
Cross sector expertise, such as consumer, political, tech, public, media and financial services
Qual at scale
BrandIndex Voices
Uncover 'the why' behind brand metric shifts
Based on
Project scope
Request demo
Metric-triggered conversations - digging behind brand changes
AI-guided interviews with real panel members
Sample to give confident insight
AI-powered theme analysis & summaries
Fully traceable responses, linked back to verbatim quotes
English-speaking only, other languages coming soon
Results from four weeks
Built on YouGov's proprietary panel
Qual at scale
Video Voices
Commission a survey with video responses
From
$4000
Find out more
Video responses to 1-3 questions within your survey
Text responses from those who choose not to record a video
Self-filmed by verified YouGov panel members
Flexible format: raw response or curated reel
English-speaking and other languages available on request
Raw clips available from four days of the survey closing
In-depth qual
Custom qualitative research
Bespoke design and methods
Based on
Project scope
Get in touch
Customized approach for business needs
Full end-to-end support with qualitative experts
Targeted audience reach
Creative and actionable outputs
Global, multi-language capabilities
Can work in partnership with quantitative approaches
Cross sector expertise, such as consumer, political, tech, public, media and financial services

Why YouGov Qualitative?

Integrated insights

YouGov’s qualitative solutions can work in conjunction with, prior to and following YouGov’s quantitative and product solutions, including quickly re-contacting participating panel members to dive deeper.

Bespoke and creative solutions

Our in-house qualitative experts design a bespoke approach to each client’s needs and bring in meaningful creative outputs, including thematic showreels and engaging case studies.

Global reach

YouGov’s global reach (30+ million panel members) and innovative digital methods supports large international studies and clients at speed.
older lady with gray hair and a message in the background

Rich, detailed insights

Gain a deeper understanding of consumer behavior and emotions with YouGov Qualitative solutions. We'll help you answer critical business questions and inspire impactful communications and strategies across all sectors and markets through:

  • Market exploration & landscaping: Uncover trends and opportunities within your competitive landscape.
  • Bringing segments to life: Develop rich audience personas for targeted communication.
  • Innovation: Fill your innovation pipeline and validate product concepts.

Leveraging innovative online approaches, we transform qualitative insights into actionable strategies, optimizing your campaigns, communications, brand positioning, and user experiences (UX).

Get in touch

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Experts at every level

YouGov's global qualitative team consists of sector-experts, professionally trained moderators and fast-paced writers.

Our qual leadership has over 25 combined years of experience in multi-market, mixed method approaches. The team is built with both method and sector experts including:

  • Building and supporting Qual at-scale
  • Innovative approaches such as JTBD and ODI
  • Tech research including in the AI development, privacy and go-to-market stages
  • Self-guided research including shop-alongs, concept testing and UX research
  • Public and political sector work with vulnerable, sensitive and niche populations

Get in touch

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Get more from open-ends

Discover the full potential of open-ended responses from your survey data with YouGov AI Qualitative Explorer.

Ideal for capturing unprompted, top-of-mind, opinions on everything from ads and campaigns to brand messaging, this AI-powered tool sifts through unstructured data from large audience surveys, turning it into actionable insights through:

AI-powered analysis: Harness AI to extract and summarize key themes, directly tapping into consumer thinking.

Key themes & sentiments: Highlight key trends and nuanced opinions emerging from your data at a glance.

Interactive dashboard: Navigate themes, subthemes, and direct quotes effortlessly with our user-friendly interface.

Find out more

Why YouGov?

We're trusted by the world’s biggest brands to delve deeper. Here's how we do it.

The Law Society Master
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The Bar Standards Board logo

"YouGov's qualitative research demonstrated the importance of the Society’s public legal education programmes, highlighting the difficulties consumers face assessing non-price elements of legal work.”

- Law Society Research Unit

View case study

Explore our connected data solutions

Identify, size & profile your ideal customer

Audience analysis on segments that will be most receptive to your products and services.

Monitor your brand across metrics that matter

Deep brand health tracking in your sector to improve awareness, consideration, loyalty and more.

Activate your audience

Supercharge advertising with precision data and addressable lookalike audiences.